It’s been reported that Apple is slowing down production of its Vision Pro headset. The device, which launched on February 2nd 2024, was said to be an innovative creation, capable of integrating well with Apple’s existing applications. However, it was also said to be limited to specific tasks, lacking a good enough reason for the user to use the device day in and day out.
Pre-orders for the device began in January 2024 and, although being a brand-new product from one of the world’s leading tech giants, only sold 450,000 units. The device saw limited consumer adoption, most likely because of its colossal price tag of £3500.
Although the headset was relatively well-received by Apple loyalists who saw the device as important to the history of technology, similar to how they’ve viewed other Apple products such as the iPod, iPhone and the historic Apple-1, it just hasn’t been enough to be considered an overall success. Everyday consumers either didn’t want it or couldn’t afford it.
Tim Cook, Apple’s CEO said ‘Right now, it’s an early-adopter product’ and that the headset is for ‘people who want to have tomorrow’s technology today.’ Despite the Vision Pro not seeing the mass adoption that Apple probably wanted, Bloomberg’s Mark Gurman has said in his Power On newsletter that Apple could be working on a cheaper headset for the future.
Apparently, this more affordable headset will be priced at around $2000. It would use cheaper materials and a slower processor and come without the current Vision Pro’s ‘EyeSight’, a feature which displays your eyes on the front of the headset. In our opinion, $2000 is still too expensive for the average consumer but we’ll have to wait and see what Apple’s next move will be.